MRKT 3011 ch 1, 2, 3, & 4 quizzes

Consumer-oriented research looks at the best market segment for a particular benefit of a good or service, such as financial planning by a bank.

false

From a marketing perspective, it is harder to strengthen a linkage that already exists than to create a new linkage or modify a current linkage in an individual's cognitive map.

false

In IMC planning, marketing strategies guide the day-by-day activities of the marketing plan.

false

In a modified rebuy situation, once a need has been recognized buyers will skip intervening steps in the business-to-business buying process and go directly to making a purchase.

false

In terms of integration of media platforms, investigative spider-webbing involves looking at two or more screens simultaneously to access content that is not related.

false

Marketing communications are less effective in changing a person's attitude about a product than they are in changing a consumer's value structure.

false

Most buying center members are able to avoid personality factors from affecting decisions by using decision rules called heuristics.

false

Placing Oreo cookies in Dairy Queen milk shakes is an example of a brand extension.

false

Retailers strive to maintain channel power by controlling shelf space, packaging, prices and purchase data.

false

Gina uses Facebook and Instagram to post her thoughts and photos about brands she loves, which is an example of which consumer buyer behavior trend?

Communication revolution

An auto parts supplier divided repair shops into those with the lowest, medium, and highest potential levels of sales and profits. This means which segmentation approach was used?

Customer value

When a company sorts prospects into those with the lowest, medium, and highest profit potential, which segmentation approach is being used?

Customer value

When brand equity is measured using the value of a brand based on input from consumers, such as familiarity, purchase considerations, customer satisfaction, and willingness to seek out the brand, the method is:

consumer value.

The linkage between the demand for automobile tires and sales of automobiles is an example of which type of demand?

Derived

Although Mike is a mechanic at a local auto repair shop, he does most of the cooking and grocery shopping for his family. This is an example of which buyer behavior trend?

Gender complexity

When Sean shops for an automobile, which are the senders in the communication process?

Honda and Toyota

If Burger King's advertising manager decides to match McDonald's advertising expenditures, which type of advertising budget method is being used?

Meet the competition

Didi carefully considers price, sound quality, and the size of a new stereo system. The sound quality is the most important factor, followed by the price. Didi is using the which evaluation model?

Multiattribute

Which method of developing a marketing communications budget establishes a ratio of advertising dollars to sales or market share then reduces the percentage as sales build and the product obtains market share?

Payout planning

Basing a communications budget on sales from the previous year or anticipated sales for the next year is the which type of budgeting method?

Percentage of sales

The product positioning strategy based on a product trait or characteristic is which type of positioning approach?

Product attributes

Males who buy items because they reflect "masculinity" may be targeted using which segmentation approach?

Psychographic

Marketing to individuals who are successful, sophisticated, receptive to new technologies, enjoy sports, and are liberal in their political views is an example of which type of segmentation?

Psychographic

Digital marketing seeks to:

create experiences with a brand rather than mere purchases with little or no emotion.

What are the three components of the evoked set method of evaluating purchase alternatives? Describe each.

The evoked set is the brands a person considers in a purchasing situation. For a brand to be put in the evoked set, the consumer must frequently see the brand name, so the cognitive mapping concepts can start working. The brand name can then be embedded to the long-term memory, reinforcing the link between the benefits and the name. This brand name can then become a part of the considered set when evaluating alternatives. Marketers want to avoid the brand becoming part of the inert or inept sets. The inert set is the set of brands the consumer does not hold feelings to. The inept set is a set the consumer does not care for.

An audit team is utilized in which stage of the business-to-business buying process?

Vendor evaluation

Quality logos and brand names should pass each of the following tests, except:

be similar to others in the industry.

A communications budget is based on:

both communication and marketing objectives.

The member of the buying center who is most likely to negotiate the price is the:

buyer

Hewlett-Packard's management team decided to alter the impression that the brand was a staid company run by engineers into an ultimate lifestyle technology company in tune with pop culture. This is an example of:

changing an image.

The method of consumer segmentation that is based on population characteristics is:

demographics.

In the "establishing specifications" step of the business-to-business purchasing process, for a modified rebuy situation, specifications are:

examined to ensure that they are current and still meet the company's needs.

A new task purchase is the easiest, because new specifications will be developed.

false

Consumer product manufacturers spend more money on trade promotions directed toward retailers while service companies spend more money on media advertising.

false

The consumer buying behavior trends related to busy, active lifestyles explain why Nike's marketing team decided to personalize shoes by allowing customers to purchase them online and to design the style and look each person wants.

false

Traditionally, the marketing mix consisted of advertising, sales promotions, digital marketing and personal selling activities.

false

When expanding internationally, an adaptation strategy means using the same brand name and products across all countries.

false

When brand equity is measured using estimates of the future cash flows of a brand based on its unique strength and characteristics, which will then be discounted to determine a net present value, the method is:

financial value.

In the business-to-business buying process, the first step is:

identification of a need.

The key to using social media successfully is:

making it compatible with the off-line marketing program.

A set of businesses or groups of individual consumers with distinct characteristics is a(n):

market segment.

New trends in packaging include each of the following, except:

prevent tampering.

The product positioning strategy based on value or prestige is the ________ positioning approach.

price-quality relationship

When the Edgewater Beach & Golf Resort developed a marketing campaign aimed to attract business customers, institutions, and organizations that needed a location to hold 2- to 4-day conferences, the type of segmentation approach being used was:

product usage.

In allocating marketing communications, continuous advertising and communications during the year with bursts of higher intensity at specific times is a ________ schedule.

pulsating

An example of a straight rebuy would be:

re-ordering raw materials from the same vendor.

When an acceptable purchasing alternative has been identified and is taken without an effort to seek an optimal solution, the process is called:

satisficing

The goal of branding is to:

set a product apart from its competitors.

When seeking to identify the desired brand image, company leaders first assess:

the brand's current image.

A key to a successful global integrated marketing communications campaign is developing local partnerships that are familiar with the local language and customs.

true

Coca-Cola's consistent use of the same logo, theme, and colors on packages and in advertisements is an example of an integrated marketing communications approach.

true

Cognitive maps are simulations of the knowledge structures and memories embedded in an individual's brain.

true

Geographic segmentation is especially useful for retailers that want to limit marketing communications expenditures to specific areas.

true

In addition to the traditional elements of advertising, sales promotions, and personal selling, promotional activities now include activities such as database marketing, direct response marketing, sponsorship, and public relations programs.

true

In dual-channel marketing, to avoid confusing individuals who might see messages aimed at consumers and other messages aimed at businesses promoting different benefits, companies often engage in dual branding.

true

Internet-based communications have evolved from web advertisements to interactive websites, blogs, and social media.

true

The percentage-of-sales method for budgeting for communications tends to allocate funds for advertising in the opposite direction from what is needed.

true

When Proctor & Gamble adds new laundry detergents to reach different market segments, the company has created flanker brands.

true

Strongly held beliefs about various topics or concepts are:

values

When using the payout planning method of developing a marketing communications budget, the marketing budget would be reduced:

when the brand reaches the point at which additional dollars invested in communications yields diminishing returns.